e.l.f. Cosmetics

In a crowded and competitive beauty market, e.l.f. needed a way to consistently launch new products and stay relevant with a Gen Z audience that is notoriously skeptical of traditional advertising.

e.l.f. became one of the first brands to fully embrace TikTok as its primary marketing channel. For their #eyeslipsface campaign, they commissioned a custom song that became a viral sensation. For product launches like their Poreless Putty Primer, they seed the product with hundreds of creators at once, who then create tutorials, reviews, and "dupe" videos, flooding the platform with authentic-looking content.

This strategy has made e.l.f. one of the fastest-growing cosmetics brands in the world. They've reported over 15 consecutive quarters of net sales growth, frequently citing their digital strategy as the primary driver. They don't just use TikTok; they build their entire marketing calendar around it.

Campaign

Videos Created

Avg Views

Campaign